The Future Of Trusted Media: Youtube And Google

This UK report provides detailed evidence on media use, attitudes and understanding among children and young people aged 5-15, as well as detailed information about the media access and use of young children aged 3-4. Yes, that young. If you want to understand the future of media, read it.

Some interesting facts. The number of 5-15s who say they use a TV set almost every day has decreased from 87% to 80%. Time spent on TV has also gone down. TV had better brace itself for a newspaper-like decline. Youtube is the new TV actually.

41% of 5-15s own a smartphone. Tablets rule but the preference for mobile phones starts at age 11. Messaging apps are used up till midnight - parents are you reading this? Qualitative research suggests that there are new forms of bullying in messaging groups.

Trusted source of information

While the BBC website remains the preferred source of ‘true and accurate information’ for 12-15s who go online (35%), this has declined substantially since 2015 (52%). Instead, children are more likely to say they would turn to

- drum roll - Google (30% vs. 17% in 2015). With Google and Youtube in place as major habits of these children, we may see an incredible future for AlphaBet. What a responsibility! Social media has decreased as a trusted source by the way. Smart kids.

Dominance of Facebook and Google will grow to over 70 percent in the advertiser market in the UK by 2020 (now 53%), a new report by OC&C estimates. This puts increasing pressure on newspapers, which have found it difficult to make money from online audiences.

Meanwhile the British trusted brand The Gaurdian tries something else. They do this interesting experiment where the millennials at Vice team up with their tradional brand (they are both very digital by the way). A team of Guardian journalists will work at Vice’s offices in east London.

On the other end of the spectrum FT´s chief commerical officer Jon Slade sees another trend of higly valuable access and information at a very, very premium price. 2017 will see growth in high-premium media offerings, he argues. A Politico boss envisions subscribers paying $10,000 or more for news and analysis from his new startup, Axios. The Information also has a new invitation-only subscription for professional investors, including hedge funds. For $10,000 a year, these subscribers get more access to the reporting team, with private monthly conference calls and in-person briefings.